First off, the fact that McCafe is being "re-launched means that the opening launch was a failure.

Second, the franchisee owner-operators funded the McCafe brand with their own dollars and are now being asked to fund more investments in McCafe but are prohibited from charging more that $1 for a coffee or $2 for a fancier expensive beverage.

Despite this, MCDonalds is going into grocery to compete against its own franchisees and the owner-operators get nothing from that. This doesn't sound like the re-launch is going to get off the ground.